How the Birtley based Outdoors and Shooting company moved into the online world with a focused Ecommerce SEO strategy from Digital Tepee.
Year on Year Increase in site traffic 2018 to 2019.
Increase in conversion rate Year on Year 2018 to 2019
Increase in revenue Year on Year since site redesign and SEO work. 2018 to 2019
Bradford Stalker first launched in 1980 as a family run business servicing the County Durham and Northumberland area with outdoor shooting equipment. The company relocated to Chester le-Street and the picturesque surroundings of Ouston Farm in 1985. Opening a large 170 square foot showroom showcasing outdoor clothing, footwear, rifles, shotguns, scopes and accessories from all the leading brands.
Bradford Stalker initially launched online using a custom developed ecommerce website which proved costly to update and maintain. Along with not being able to synchronise with shopfront tills and stock systems, a lack of user-friendly features and frustrations plus rising costs the move to Big Commerce platform proved a perfect fit.
The strategy we employed for Bradford Stalker involved a complete overhaul of the SEO and website architecture and structure, allowing us to bring a more focused approach to the products they wanted to focus on in the online space. Following the restructure we looked at the internal linking of the website, allowing high ranking pages to pass authority right through the site. We added unique content to their product categories allowing those pages to focus on the larger broader search terms and applied a link driven hierarchy set up to support those pages.
Another very important aspect to the business was their local SEO visibility, Bradford Stalker is a very popular shop so they wanted to also be very visible in this space. To achieve this we fully audited their business listings across all search engines, making sure all details (NAP) were correct and matched. We then listed the company across 50 of the top business directories and actively put in place a review system allowing customers to easily review the store or online experience after a purchase cementing their place in local search. Link building in this niche is very difficult due to restrictions on guns and shooting so we focused on outdoor sports websites to allow us to bring a good level of trust flow from our outreach work.
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